As consumers spend more time at home, they are spending increasing amounts of time engaging with content, especially online. In fact, reports are that average time engaging with content has more than doubled, from 3 hours and 17 minutes a day to nearly 7 hours a day. While this increases opportunity for brands to touch consumers, it also makes it more difficult for them to cut through the noise and deliver a relevant message.
This is increasing the importance of relevant context around digital advertising channels. The same report indicates that 44% of consumers are willing to try new brands after seeing an ad that is relevant to the content they are reading or consuming. 69% are likely to at least look at an ad that's relevant. And it's not only the content that helps, it's the website too. Consumers are more likely to engage with ads if they are on the "website of a publisher they know or trust," and are less likely to engage if ads are alongside fake or untrustworthy news. All this points to an important point for digital marketers: that not only the quality of the ad matters, but the context within which that ad sits is making a difference more than ever amid this surge in consumer time spent on the internet.
See original article below for more:
https://www.marketingdive.com/news/nearly-half-of-consumers-will-try-new-brands-if-the-ad-is-relevant/585972/
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